ADMS 2200 Chapter 10: Chapter 10 marketing.doc

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: all

Document Summary

1 determine how to define a brand and identify the different types of brands. A brand is a name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating these products from competitors" offerings. Brand recognition is the consumers awareness and identification of a brand (assisted through marketing tactics such as demos, commercials etc. Brand insistence , the ultimate stage in brand loyalty, leads consumers to refuse alternatives and to search extensively for the desired merchandise. Brand types classified as private, manufacturer"s or national, family, and individual brands. A manufacturer"s brand refers to a brand name owned by a manufacturer or other producer. The brands offered by wholesalers and retailers are usually called private brands. Captive brands are national brands that are sold exclusively by a retail chain. Canadian tire"s captive brands is the debbie travis line of home decor products. family brand is a single brand name that identifies several related products.